{"id":117456,"date":"2012-08-10T19:28:00","date_gmt":"2012-08-11T00:28:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/the-problem-with-headlines\/"},"modified":"2024-12-21T05:50:47","modified_gmt":"2024-12-21T10:50:47","slug":"the-problem-with-headlines","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/strategy\/the-problem-with-headlines\/","title":{"rendered":"The problem with headlines\u2026"},"content":{"rendered":"

\"\" …is the headline!<\/p>\n

In a world of instant gratification, spoiler alerts on news sites, spoiler headlines when you are trying to time-shift the Olympics, headlines can often lead us to believe that\u2019s the end of the story. A good headline can lead us to believe that we know the \u2018guts\u2019 of a story, without reading the substance. Consider this recent headline:<\/p>\n

\u201cStudy: Google Pricier than YP per Call\u201d (Mediapost<\/a>).<\/strong><\/p>\n

Many\u00a0people have\u00a0now been led to believe that Google<\/a> is in fact pricier than YP.COM<\/a> (yellowpages.com). Is this the case? In the study cited above, yes.<\/p>\n

However, there are legitimate flags to be raised when looking more in detail at this study and its subsequent whitepaper<\/a>.\u00a0Seasonality, study length and sample size are the immediate concerns with this study given the sweeping statement it makes.\u00a0Furthermore, competitive landscape and cost\/call benchmarks are not discussed.\u00a0A deeper concern is the sole focus on cost\/call as the metric of success. In the online world of metrics, there are numerous key performance indicators (KPIs) that speak to the success or failure of any given media campaign<\/a>.<\/p>\n

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